The Integrated Marketing Communication Plan Of Xun County

Xun County belongs to Hebi and is located in the north of Henan province.As a famous national historical and cultural city,Xun County is rich in historical and cultural resources,such as ancient Ming and Qing dynasty buildings,Xun County section of the Grand Canal,Mount Da Pi,Duanmu Hanlin mansion built by the descendants of Duanmu Ci,and so on.However,due to the lack of integrated marketing concepts and innovative measures,such a rich tourism resources have not been able to translate into due tourism revenue.Based on the reality of the global cultural tourism project being carried out in Xun County,this plan makes a reasonable orientation on the basis of the research on the tourism situation in Xun County.Specifically,considering the uniqueness of Confucian business culture to Xun County,the brand image is positioned as "The hometown of Chinese Confucian businessmen".According to the current situation of integrated marketing development in Xun County,this project has designed a series of activities and products with the help of the communication strategy of cultural communication and cultural marketing,shaping the brand image of Xun County as "The hometown of Chinese Confucian businessmen".As for the specific implementation part,it is divided into three projects,such as "Brand output","Word-of-mouth molding”,"Product promotion"three projects,designed such as tourism promotional film shooting,Confucian business conferences,Duanmu CI cultural festival,and other activities,and proposed an evaluation program.